5 minute read
Imagine your future
by the Editorial Office
Generali Italia is changing the way we think and talk about insurance, meeting the need for a positive approach.
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The messaging above is omnipresent in the insurance world. It is at the heart of both advertising campaigns and the creation of the products themselves. This logic, which is technically accurate at first glance, has two flaws: the message plays on an individual’s fears (a sense of danger) and suggests that the insurance company will intervene only after the incident has happened, a partial cure to mitigate the damage. Are we certain that ‘describing the fear’ is the best way to help and gain the ear of the customer? But above all, are we certain that this type of messaging is good for the company?
The long, drawn-out financial crisis, coupled with general political instability, has created an atmosphere of scepticism and doubt in families. If riding the wave of catastrophic news can be seen as a positive in the media and in politics (garnering public attention), it’s a different story when this fear penetrates into people’s personal lives. After so many years of concern, today’s families need (and want) to hear a different tune, a different message. They’re tired of sacrificing, tired of limiting their ability to spend, and above all tired of surrendering to a culture of survival that requires them to focus all their energy on today without being able to look towards the future, surrendering to instability, with their only achievable goal being ‘to reach the end of the month’.
The visual for Generali’s campaign “immagina futuro” and “immagina benessere”.
For a long time, the insurance industry has focused on ‘the danger’ and the fear that it generates, both in creating its products and in advertising them to consumers. The solutions offered had the same flaws mentioned above: they were intended to come in only after misfortune struck, be it a traffic accident, a house fire or an injury, and they essentially did so by providing financial compensation alone. Over recent years, the solution has increasingly evolved to include services of which consumers largely have a favourable view, although these still only come in after the event: breakdown services, prompt damage assessment or an agreement with a medical centre.
Given these factors and the desire of families to build a future in the present, Generali Italia has reimagined its products, their role in society, their purpose and the message they send. This was the thought behind IMMAGINA by Generali, a package of solutions offering high-quality services that meet a need: agreeing on a ‘positive pact’ with the client, one based on trust, one that allows them to visualise their future, with tailored guarantees and services to help them to achieve their life goals. We want the client to live life to the fullest, making the most of every moment and calmly planning their future. Insurance can (and must) play an active role in this process. This means being a client’s life partner, not merely a dispenser of insurance coverage.
With ‘IMMAGINA’, Generali is offering solutions with tailor-made, high-quality services, to establish an ongoing relationship with the client, with the primary goal of helping them to achieve their life’s ambitions. These are the features of IMMAGINA, but let’s see what it means in practice. Clients are asking for solutions to facilitate and change their lives for the better, not merely softening the blows; this is why the solution must include high-quality services, meaning that beyond the safety net, it is the services that matter. This is the case for both prevention (anything that might help the client avoid the misfortune) and assistance (anything that might help the client minimise the impact of the misfortune on his or her life). Every client is a world of their own, and therefore the solution must be to offer a wide and flexible range of options to match the individual needs of each client and respond with a package tailored to their profile.
The visual for Generali’s campaign “immagina futuro” and “immagina benessere”.
Services are of vital importance in creating a relationship with the client, which previously was limited to two moments: signing the policy and claiming compensation if necessary. The quality of the client’s experience was therefore judged by these alone (along with any related services). Today, as a result of the new preand post-event services, it is possible to establish multiple opportunities for contact and dialogue between the insurer (the agent) and the client. As a result, the latter’s experience will be improved. The other way in which the client’s experience is improved is by the actions of the insurance company. Through a continuous relationship, the insurer will be able to offer personalised solutions from time to time, which will gradually adapt to better suit every moment of the client’s life. Today, more than ever before, people’s lives, needs and dreams change rapidly.
Have you decided to follow your dreams and leave your job to open an independent business? Are you about to fulfil your ambition of having a child? Is the land-mark moment of your retirement approaching? All these natural changes, which impact your life-style, can be accompanied by ad hoc insurance solutions and services: this is what makes a product truly tailor-made. What is important is for the solution offered by the insurance PARTNER to be designed and offered with the goal of helping the client to achieve their goals and dreams and to be as well-prepared as possible to face whichever phase of life they choose to face. This is the only way to create a strong relationship, and the only way for the insurance solution to take on a new, deeper meaning, closely linked to the evolving society in which we live. As we said at the start of this article, our individual clients should not settle for compensation after an incident: their
Marco Sesana, CEO of Generali Italia, presenting the insurance solution ‘Immagina by Generali’.
People should not be expected to settle for compensation after an incident: their insurance company should be seen as a life partner insurance company should be seen as their life partner. Everybody has their own goals, their own life-style, and the greatest ambition is for these to be achieved without the constant fear of an accident putting them at risk. Our life is like a journey that unfurls ahead of us. The role of the insurance company is to accompany us, primarily helping us to avoid danger (prevention) and, should accidents occur, taking care of reducing their impact on our lives (assistance) before finally providing compensation (guarantee) to face the challenges as calmly as possible.
This is ‘IMMAGINA by Generali’, a life partner, accompanying the client along their individual journey and doing everything possible to ensure the path to their life goals is as trouble-free as possible. Michele is a forty-year-old labourer with a passion for running. His dream is to take part in the New York Marathon. The role of the insurance company is to ensure Michele has the best conditions in life to be able to realise his dream. It will help him to avoid workplace injuries with relevant training, and provide him with dietary consultation and fitness training to get him in shape. In case of injury, there will be a physiotherapy program ready to get him back on track. Protection and compensation are not the goal in and of themselves – they are means towards the goal: achieving our life’s dreams. All that remains is to imagine our future. Generali will help to make it come true.
